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在新世纪到来之际,如果我们站在时代的高度,审视中国广告创意的总体水平的优劣;那么,首先就应该回顾总结近10年来,广告创意在促进精神文明建设方面的成败得失,从中总结经验,吸取教训,以便在新世纪使我们的广告创意的水平“更上一层楼”。 在现代社会生活中,每天在人们面前接踵而来、联翩而至的各类广告,已成为一种普遍的社会文化现象。它已不仅仅是企业的一种促销手段,而无时不浸染到意识形态之中,无时不与精神文明、社会道德息息相关。就是说:各类各种广告都在发挥着社会功能。今天的广大消费者,从广告里不仅仅满足于获取各种商品信息;
At the dawn of the new century, if we look at the general level of Chinese advertising creativity from the height of our times, we should first review and summarize the successes and failures of ad creatives in promoting spiritual civilization in the past 10 years Summarize experience, learn lessons, so that in the new century the level of our creative advertising “to a higher level.” In modern social life, every day in front of people, the advent of various types of advertising, has become a widespread social and cultural phenomenon. It is not only a promotional means of business, but not infiltrated into the ideology at any time, from time to time and spiritual civilization, social ethics are closely related. In other words: all kinds of advertisements are playing a social function. The vast majority of consumers today are not content with getting all kinds of product information from their ads.